What’s bad is easy: Taboo values, affect, and cognition

摘要: Some decision situations are so objectionable or repugnant that people refuse to make a choice. This paper seeks better understand taboo responses, and distinguish choices truly from those merely difficult confusing. Using 22 scenarios describe potentially issues, Experiment 1 explores reasons for disapproval of the scenarios. We measure large number possible variety preference responses (including willingness accept), in order test subtleties responses. also cognitive affective 2 further interaction, found 1, between factors. Taken as whole, our results show able indicate their consistently across elicitation methods, is understood an attitude than economic valuation (even when monetary terms), driven primarily by affect.